Carpe Diam began not as a business idea, but as a shared way of seeing. Two people from different disciplines, moving through different worlds, gradually realizing they spoke the same language—one of form, precision, and intention.

Carpe Diam is the brainchild of Joohi and Rushabh, partners in life and in process, united by a belief that fine jewelry can be both contemporary and deeply rooted. Their approach is built on contrast and balance: instinct paired with structure, imagination grounded in expertise.

Rushabh brings over a decade of international fine jewelry experience spanning operations, sourcing, quality, and craftsmanship. His deep understanding of materials, processes, and global standards forms the backbone of Carpe Diam. Guided by a commitment to integrity and precision, he ensures that every piece is executed with purpose and accountability. At Carpe Diam, Rushabh anchors the house—shaping its foundation through expertise, trust, and long-term thinking.

Joohi brings an art-led perspective shaped by her background in art, fashion, and design. Beginning her journey in 2016 at international export houses catering to French and Italian luxury brands, she developed a nuanced understanding of contemporary design while remaining rooted in Indian sensibilities. This duality enables her to create pieces that feel both juxtaposed and harmonious. At Carpe Diam, Joohi leads the creative vision, designing jewelry that feels intimate, thoughtful, and destined to become modern heirlooms.

The decision to create Carpe Diam together was neither impulsive nor emotional. It emerged from a quiet certainty—that their strengths were complementary, and that together they could create something more original than what already existed.

In late 2022, they relocated from Los Angeles to India to lay the foundation of Carpe Diam. What began as conversations around design, material, and craft evolved into a shared pursuit: to shape a modern fine jewelry house that reflects both where they come from and where they are headed.

What we are building is not an attempt to follow tradition, nor to disrupt it for the sake of novelty. Instead, Carpe Diam offers an interpretation—contemporary, restrained, and quietly confident.